Diageo announces Film4 sponsorship for 2009

Monday, 22 December 2008

Diageo Great Britain (GB) is pleased to announce its sponsorship of Film4 in 2009. The new deal will see key spirit brands in Diageo's portfolio sponsoring both the 7pm and 9pm films every night throughout the year.

The sponsorship, worth £2million, begins on January 1, and will run for 12 months on Channel 4's movie specific channel, Film4.

The 7pm and 9pm films will contain idents that will highlight a key Diageo brand. Brands that will be featured throughout the sponsorship include Smirnoff vodka, Gordon's gin and Morgan's Spiced.

This new activity is in addition to the current Guinness and Baileys sponsorship of all films from 6pm onwards on the Channel4, E4, More4 and the 11pm showing on Film4.

This new sponsorship deal aims to expand the movie sponsorship reach for Diageo, and highlight spirits and mixers as the perfect drink to an evening spent relaxing at home.

Ali Wilkes, Great Britain Spirits Category Marketing Manager at Diageo GB says: "Our sponsorship of Film4 by Diageo GB and our leading spirits brands will bring spirits and mixers into the evening drinking occasion for consumers as they relax on the sofa for the evening movie.

"We are excited about the opportunity this partnership will give Diageo to show how a great-tasting - and easy to make - spirit and mixer drink, such as a gin and tonic can make your night at home in front of a movie, that extra bit special."

Diageo GB has estimated that by increasing the number of occasions which consumers enjoy a spirit and mixer drink at home, such as with a movie, there is the potential to unlock £110million of incremental profit from the category.

As part of the link with movies, Diageo GB is also looking at a DVD giveaway with spirit purchases made within specific Grocers for Spring 2009.

This additional activity aims to help consumers access the film occasion though spirit purchases in-store.

Source: Diageo